The publicity still released this week caught the attention for not quite the intended reason, a plastic water bottle was spotted in the picture. The picture of The Earl and Lady Edith was cropped for during the launch event but an un-cropped version sparked a global frenzy on social media which was picked up by the press.

A spokesman for the show said, “It’s testament to the huge success of Downton that something like this makes headlines around the world. While the water bottle is in the uncropped version of a publicity photograph we can assure you that it will not be making an appearance on screen’.

An ITV spokesperson said, “After seeing the reaction the picture caused earlier this week, the cast and crew came up with the idea of turning some of this attention towards an issue around water that really matters. They hope that by posing for this picture they will be able to raise awareness and amplify the work of international charity – WaterAid.”

Barbara Frost, Chief Executive of WaterAid, said, “It brought a really big smile to my face when the cast of Downton Abbey said that they wanted to support WaterAid’s work. How fantastic that the attention created over one water bottle ends up benefiting some of the world’s poorest communities through access to safe, clean water today.